This initially seemed ridiculous, but after a minute considering their position I see the point.
I know that I've been miffed at Amazon's 'Subscribe and Save' program, where you don't know what you'll be paying. All too frequently I subscribe to a product because of the great price, only to find that the price jumps dramatically, sometimes 4x the original price, for a subsequent order. That's just the sort of shenanigans that consumer watchdogs should be protecting against.